I would not start investing, creating businesses, or doing anything in life based on a unicorn example, whether it be real or imagined.I would look at the industry from the top down, figure out what realistic margins are, and see if I can gain a competitive advantage or beat general market returns by a few % points.  

The good thing about that is that it forces you to really examine your market and get a good grasp on what the competition is offering and how it's being priced.

This should give you a good general idea of competition in your area and what they're charging

As competition increases you'll have a unique value proposition. 

Ever since that AirDNA article there has been a ton of new listings and investors in the area making it much more competitive. 

With the level of competition right now I don't see any turn key style properties that fit my investment criteria on the mls anymore.Look for properties that have sat 3-6 months and figure out why.

Choice of a 30yr old property in a flat market with 10-cap on rents vs a new built home with strong growth and demand but net-0 cash-flow yr1, it's not even a competition, new-con every time.     

So what makes this company "special" when their competition is giving 10-12%....

After looking at the competition and the demand in the market we ultimately sold them to an out of state investor with seller financing.

This is the single-family home market, and it's hyper competitive.